Advertising novelty



June' 16, 1936.

M. GOLD ADVERTISING NOVELTY Fil'ed' Sept. 20, 1955 Patented June 16, 1936 UNITED STATES anvaa'rrsmo NOVELTY Meyer Gold, sum-swim, mum, aasignor'to 'rli'e Animated Match Company, Minn, a corporation of Illinois Minneapolis,

Application September 20,1935, sex-inseam 2 Claim.

This invention relates to advertising novelties and particularly to an advertising medium having animation or movement which attracts andholds the attention of the observer.

5 It is awell known fact that pictorial or printed advertising if animated will produce superimresults to inert printing or pictorial While my invention is applicabletoivarious types of advertising novelties, it has particular 10 application to booklets and packets such as booking the amount of display space on the interior of the cover.

25 More specifically it is an object to provide an advertising novelty in the form of a booklet or packet of the class referred to whereby a flexible cover or folder includes therewith integrally formed wings or projecting portions, associated with other printed or illustrated advertising media on the inside of the coverand which projecting portions or wings areanimated by the opening and closing of the cover.

These and other objects and advantages of the a invention will be more fully set forth in the following description made in connection with the accompanying drawing,,in which like reference characters refer to similar parts throughout the several vi ws. and in which:-

0 Fig. 1 is a plan view of an embodimentof my invention applied to a match booklet, the booklet being closed; 1

Fig. 2 is a plan view of the same booklet unfolded; 45 Fig. 3 is a side elevation showing the booklet in the process of being unfolded and with the. wing portions partially swung or extended, and Fig. 4 is a plan view similar to Fig. 2 showing another application of my inventive principle applied for advertising a bqttledgoods product.

In the form of the invention illustrated a match booklet comprising the usual comb or combs of pasteboard or cardboard stick matches 5 is shown, the unsiit or base portion of-the comb of matches 65 being suitably attached as by a wire staple 6 tothe-lower folded edge la of a folder I. Folder 1 is integrally constructed from sheet material, such as cardboard and is transversely folded along a well defined line a. which is disposed at right angles to the longitudinal edges of the folder. To 5 facilitate folding on a well defined line, the outer side of the medial portion of folder I may be scored, preferably compressed, but not out along the desired straight folding line a.

Folder I has one or more projections or wings 10 extending from one or .both .of the-longitudinal edges thereof adjacent the medial portions of the folder. These wings are preferably integrally formed with the folder or sheetl and-are shaped and/or decorated and printed torepresent portions of objects .associated with other pictorial or printed matter on theinner face and medial portion of the folder 1. Thus in Fig; 2 the point and tail of a large arrow are partially deflnedby the outlines of theprojectingportions or wings lb and 1c respectively. In Fig. 4 the wings lb and 1c are shaped to represent the bottom portion and neck portion of a bottle, the remainder of the outline of the bottle being pictured on the medial portion of the inside cover of folder I.

The projecting portions lb and 1c and adjacent portions of the folder proper which cooperate to form the wings are folded in a novel manner to cause the wing portions to be swung inwardly out of sight within the cover when the folder 1 is folded and closed and to be swung outwardly beyond the longitudinal edges or sides of the cover when the folder is opened. To accomplish such functions I fold the wings 1b and 1c inwardly on lines :l:, which linescoincide withithe transverse folding line a for the folder and I fold each of said wingsin the opposite direction, or outwardly, upon two converging lines 11, which extend from the longitudinal-edges of the folder 1, converging to a point a on the folding line a. The material defined by the lines 1! and the outer edges of the projecting portions constitute the wings of my advertising novelty which are animated and swung by the folding and unfolding of the sheet or folder I.

In folding the portionsconstituting the wings, particularly if relatively thick sheet material is used, it is often desirable to score the sheet along lines a: on the inner surface of the folder and to score the sheet along lines 11 on the outer surface when the folder is completely closed, at which time ,the wings are hidden within the folder.

In opening the folder the observer's attention is attracted and he is surprised by the outward swinging movement or animation of the wings which were theretofore hidden and his attention is thus attracted to and held by the animation of a portion of the advertising copy or pictorial matter which is co-ordinated with other copy or characters printed upon the inside ot the folder.

If projecting portions lb and lo of considerable area are desired it is advantageous to provide additional space within the folder for housing the wings'when they are folded inwardly, either by shortening the length of the matches 5 or by lengthening the folder I so that the central fold a is disposed at greater distance than usual from the upper ends of the matches.

The method of making my improved advertising novelty consists briefly in the following steps:-

First. a suitable blank is prepared from a sheet of flexible material, the blank having ends and longitudinal edges connecting said ends and having protruding from the central portion of at least one of said edges, a projection lb; then folding the blank or determining a straight line for folding purpom, which is disposed transversely of the longitudinal edges and extends across the medial portion of the blank, then folding the wing portions which include the projection and the adiacent stock of the blank proper, folding such wings inwardly in the opposite direction from the folding of the blank, along lines a: coinciding with the folding line a for the blank or sheet and also folding the wing portions along the lines 11, which extend from the longitudinal edges of the blank or sheet, to the folding line 4:. lines 11 converging to the points z.

It will be apparent that while my invention is capable of quite general use, it is particularly applicable to booklets and packets having flexible folding covers which are retained in closed position and which ordinarily have only a restricted area capable of utilization for advertising copy. In this connection it will further be observed that in the construction of my booklets and packets, the folded edge of the cover is creased sharply, being of wedge shaped cross section and is further 5 provided with diagonal corners producing a tapering eifect at the upper end of the booklet and facilitating insertion of the booklet or packet into a pocket, purse or the like.

What is claimed is:-

1. In a match packet, a strip of individually detachable matches having their heads compactly arranged in flat form, a cover secured at one of its transverse edges to the bottom of said strip and folded about said strip along a transverse line 15 located at its medial portion, said cover having wing portions disposed adjacent said line and extensible from the longitudinal edge thereof, said wing portions being folded inwardly along a line coinciding with said transverse fold line and along lines radiating from points on said line located substantially inwardly of the longitudinal edges of the cover whereby when said cover is opened said wing portions will be swung outwardly and when said cover is closed said wing portions will be swung inwardly and concealed by said cover.

2. A match packet comprising a strip of individually detachable matches having their heads compactly arranged in flat form, a cover secured at one of its transverse edges to said strip and folded about the strip along a transverse line, said cover having portions disposed adjacent said line and folded inwardly on lines radiating from two points on said transverse line located a substantial distance inwardly of the longitudinal edges of said cover, and a continuous design printed on said cover and extending into said portions. whereby when said cover is opened said portions will be swung outwardly and animate said design and when said cover is closed said portions will be swung inwardly and concealed by the cover.

MEYER GOLD. 

